Concepts in Marketing for Placement Preparation

4Ps (Old & New), 4Cs, 4Es and 4As of Marketing

Difference in Approach: Marketing Vs Sales Professionals
Difference between Product and Brand Managers roles
Types of Marketing Research, Research Process Flowchart
SWOT & PESTEL Analysis
Push Vs Pull Strategy
Consumer v/s Business Buying Behaviour
Customer Life Time Value (CLV), Customer Life Cycle (CLC)
Consumer Insights v/s Needs & Wants
Fishbein Model
Marketing Plan, Triple Bottom Line
CRM, Loyalty Programme
Product Line Decisions, Product Mix Decisions
Marketing Strategy: STPD
Product Life-Cycle strategies: Introduction, Growth, Maturity and Decline
Stages
NPD Flow and Innovation
Service Marketing: Nature of a Service, 7Ps
Branding Strategies, Brand Equity, Brand Valuation, Perceptual Map
EPRG Model of International Marketing (Ethnocentric, Polycentric, Region-
centric, Geocentric)
Constructing an Integrated Marketing Strategy: B2B, B2C
Blue and Red Ocean Strategy
Matrices: BCG, GE, Ansoff and Porters 5 Forces
Value Chain & Sustainable Model
Competitive Strategies: Industry Structure, Leader, Follower, Challenger, Nicher
Strategies, Market Share, Market Penetration
Pricing Strategies for Products and Services, Market Variances (Price, Share
etc.)
SPIN Model of Sales
Territory Management, Target/Quota setting
Omni-Channel Distribution Management, Dealer/Retailer Schemes and
Incentives
Distributors ROI Calculation, Dealer/Retailer Network Analysis or Market
Mapping
Concept of IMC, TRP, GRP, BARC, Media Selection, etc.

Sr. Sources of Content Websites

No.
1 Fundamentals (Ramaswamy & Namakumari and Moneycontrol
Philip Kotler)
2 Consumer Behaviour (Schiffman & Kaunk) Campaign India
3 Brand Management (YRL Moorthi) Exchange4media
4 Sales & Distribution Management (Still, Cundiff & IBEF
Govani)
5 Research Methodology Methods & Techniques (C.R Afaqs
Kothari)
6 Mad over Marketing